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Facing heavy competition, eye care brand Specsavers turned to paid search to find a faster way to build its sales and pick up the Paid Search award at the Drum Awards for Digital Industries. Here is the award-winning case study. Delivering incremental eye tests is the core challenge for Specsavers, but how in a Modern Search world when advertisers all have access to the same technology, do you differentiate and deliver a competitive advantage? At MG OMD, we believed that the solution lay outside of these platforms and required a combination of business data, business knowledge and custom tools connected to buying platforms to enhance those capabilities. The primary objective for our Specsavers performance activity is simple - drive incremental eye test volumes, as efficiently as possible. Our partnership with Specsavers has allowed us to build a learning agenda rooted in business insight and prioritised using our proprietary media maturity model. Key learning questions like: How can we...

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Despite a better-than-expected economic climate, a preponderance of challenges acted as creative handcuffs for marketers in 2023. The few brands that were able to break through relied on tried-and-true tactics rather than creative disruption. The tone of 2023 was set early by a Super Bowl ad season described by some as safe, lazy and boring. Marketers never seemed able to get out of the block as the year went on. Most noteworthy efforts fell into the categories of rebrands, refreshes and repositionings as marketers sought to reconnect with evolving consumers rather than wowing them with splashy campaigns. On the media front, surging spend on retail media and connected TV were met with concerns about fraud, fragmentation and FTC intervention. And while generative artificial intelligence dominated headlines — replacing last year's shiny object, the metaverse —  brands were not able to incorporate the tech into their advertising in a meaningful way, with one notable e...

Google served ads for several Fortune 500 companies and U.S. federal agencies on the website of an Iranian company "specially designated" for sanctions, a new report says. In some cases, ads for these organizations — as well as major political figures and government agencies — also appeared on several hardcore porn websites, according to screenshots included in the report by Adalytics, a company that helps brands track where their ads appear online. Some of the advertisements also reached the website of a sanctioned Russian company, the report shows. All the advertisements cited by Adalytics were placed through the Google Search Partners (GSP) network, which collaborates with third-party sites to display ads and free product listings. According to Google, the network extends the reach of Google Search ads to "hundreds of non-Google websites, as well as YouTube and other Google sites." The report shows the potentially serious reputational risks advertisers face...

Text and email scams become particularly common over the holidays as fraudsters look to take advantage of increased activity, stress, distraction and generosity. Whether you're shopping online, donating to charity, sending out gifts or anxiously waiting for them to arrive, it's important to be watchful for holiday scams. Here are four common scams and how to protect yourself. 1. Fake charities 'Tis the season of giving, and many people ramp up their charitable donations at this time of year. Fraudsters know this and set up fake charities to steal money and information. They often latch on to things happening in the news — such as natural disasters or political conflicts — and send messages that tug at the heartstrings. It's important to take precautions to ensure you're giving to a legitimate charity. Here's what to do if you receive a text or email requesting a donation to a charity: Don't click any links within the messa...

Several considerations should be considered while devising PPC advertising bidding strategies. One of the crucial elements for achieving a successful campaign is to have a well-defined objective. Are you seeking individuals interested in purchasing your products or services, potential consumers, or those who frequent your website? Estimated reading time: 4 minutes Having this knowledge enables you to alter your bidding strategy. Consider the cost of each click. The answer to this question is contingent upon the extent of your financial willingness and the level of intensity in the competition for the specific keyword. Determining the most advantageous bid amount may require doing some empirical tests. Ultimately, your objective is to optimize the performance of your advertisements. Discovering the optimal performance requires extensive experimentation and fine-tuning of targeting and keywords. Using the tips in this article, you may create a profitable PPC advertising...

Under Elon Musk's reign, Joe Biden's aides and allies have begun to see X as less of a place to engage communities and more as a gym for political combat. | Christopher Furlong/Getty Images The Biden campaign and White House increasingly see the site formerly known as Twitter as a sewer. They just can't quite leave the mess alone. In recent weeks, aides have ramped up their criticism of X, admonishing its owner Elon Musk for promoting anti-Jewish content, and launching accounts on its Meta-owned competitor, Threads. They say they no longer see the platform as a place where they can actually build useful voter relations or even engage in level political discourse. "We look at it as an increasingly hostile place," Rob Flaherty, a deputy Biden campaign manager, told POLITICO. "It was initially a place that its value was for communicating with elites and reporters and high-information people. But it was also a place where politics could move into...

Rohini currently heads corporate communications for Wunderman Thompson South Asia. Her career has seen her assume various roles in the media and communications industry spanning public relations, marketing communications and advertising. Prior to Wunderman Thompson, she has worked with Hill+Knowlton Strategies, India, in the MarComm team working on a diverse set of clients across lifestyle, consumer, media and entertainment and corporate verticals. She has single handedly spearheaded a high-intensity, high-profile, global short-term assignment titled 'Hajj-Operation Arafat' with the Ministry of Culture and Information (MOCI) of Saudi Arabia from the H+K India office. In 2018, she was given additional responsibility to head external and internal communications for Hill+Knowlton Strategies India. Prior to Hill+Knowlton, she has worked with Weber Shandwick's consumer team in Mumbai, on a variety of lifestyle and media brands. She has garnered travel and tourism experience work...

Google, Microsoft and others boast that generative artificial intelligence tools like ChatGPT will make searching the internet better than ever for users. For example, rather than having to wade through a sea of URLs, users will be able to just get an answer combed from the entire internet. There are also some concerns with the rise of AI-fueled search engines, such as the opacity over where information comes from, the potential for "hallucinated" answers and copyright issues. But one other consequence is that I believe it may destroy the $68 billion search engine optimization industry that companies like Google helped create. For the past 25 years or so, websites, news outlets, blogs and many others with a URL that wanted to get attention have used search engine optimization, or SEO, to "convince" search engines to share their content as high as possible in the results they provide to readers. This has helped drive traffic to their sites and has also spawned ...

In 2019, I wrote the "9-Step Guide to Building a Comprehensive Digital Marketing Strategy," which to this day remains the most-read piece of content I've ever written. "Not too shabby," I say to myself while brushing my shoulders off. That being said, we're quickly approaching the five-year mark since that blog came out, which has me wondering…what has changed? What's the same? And most importantly, how can I help you level-up your digital strategy going into the new year?  For legal marketers and lawyers, digital marketing is no longer simply "nice-to-have." It is the cornerstone of your firm's overall marketing plan. And with the onslaught of artificial intelligence (A.I.) tools, digital is rapidly approaching a new frontier I don't want to miss. So…do you have what it takes to succeed in 2024? And if not, how do you get it?? Step 1: Identify Your Ideal Client and Target Audiences (They're not necessa...

In 2019, I wrote the "9-Step Guide to Building a Comprehensive Digital Marketing Strategy," which to this day remains the most-read piece of content I've ever written. "Not too shabby," I say to myself while brushing my shoulders off. That being said, we're quickly approaching the five-year mark since that blog came out, which has me wondering…what has changed? What's the same? And most importantly, how can I help you level-up your digital strategy going into the new year?  For legal marketers and lawyers, digital marketing is no longer simply "nice-to-have." It is the cornerstone of your firm's overall marketing plan. And with the onslaught of artificial intelligence (A.I.) tools, digital is rapidly approaching a new frontier I don't want to miss. So…do you have what it takes to succeed in 2024? And if not, how do you get it?? Step 1: Identify Your Ideal Client and Target Audiences (They're not necessa...